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Marketing Analysis

Monize Borges

on 22 November 2013

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Transcript of Lacoste

SWOT Analysis History Lacoste was formed in 1933 by the french tennis playes Jean René Lacoste ( 1904 - 1996) with André Gillier, the owner and president of the largest French knitwear manufacturing firm at the time. It was during the 1926 US open championship which Rene won which seen him wear the first sport performance clothing. Rene wore a cotton polo shirt which was supposed to reduce sweat. After the 1926 championship win, Rene's friend drew him a crocodile which he embroidered on the chest into his tennis shirts. This was to become known as Lacoste's famous logo and is still evident on all Lacoste products today. Supported by the exploits of its founder and by the legendary crocodile, an emblem that quickly became famous, the “1212” soon became popular with the public and a great brand was born. Lacoste, a contemporary style Boston is where René Lacoste was given the nickname "The Crocodile".
Back in 1923, on a stroll through its streets with his team captain Pierre Gillou, he passed by a leather goods store and bet a crocodile-skin suitcase that he would win his match that afternoon. It turned out that Lacoste lost the game, but George Carens, the Boston Post journalist covering the match, heard about the wager and referred to the French
player as "The Alligator" in his sport. The nickname stuck and led to Lacoste asking his friend, the fashion designer Robert George, to embroider a crocodile onto his white blazer, which he would
proudly wear every time he walked onto the tennis cout before a match Polo Shirt L.1212 1927 is also the year in which Rene Lacost had made for his own personal usage, a series of cotton shirts in a confortable, breathy knit, ideal for perspiration on court.
The firt Lacoste polo shirt is white (the colour for tennins at the time) with short sleeves, and is knitted in a fabric that will
be come iconique for the Lacoste brand "jersey petit piqué"
This polo shirt encapsulated technical expertise, style and a relaxed attitude. With is timeless yet modern look, the polo has been around for decades now. As the links between sport and fashion became ever closer, so the polo shirt made the transition from sport to become an everyday item of clothing for both men and women. Today, the Lacoste polo has acquired iconic status and continues to evoke the lifestyle and beliefs of its creator
with a strikingly contemporary power. Distribution - The brand is present in over 120 countries and employs over 1000 employees.

- The brand has an iconic image and a very rich heritage in the fashion industry.

- Lacoste is highly accessible. Even-though positioned in the niche segment, the brand has reasonable price points compared to its competitions.

- The brand has a very rich clientele in the sports fraternity

- Lacoste has an elaborated product line including Bags, wallets, perfumes and shoes.

- Is socially responsible as it funds organizations in Philippines to protect the extinction of crocodile.

- Lacoste is very famous for its plain polo’s in multiple colors Weaknesses - Lacoste sales and image is affected by fake imitations of the products

- The brand has been involved in environmental issues and has been accused of “dirty laundry” blamed for using hormone-affecting chemicals in their T-shirts. Opportunities - Demand for Lacoste’s products are Increasing in the Asia-Pacific region significantly.

- The world wide demand of green-clothing which is an opportunity for Lacoste to explore as the brand uses natural cotton fiber for all its clothing.

- Demand for active sportswear in the Australasia Region. Threats - Increasing competition from lifestyle brands like H&M, ZARA and sportswear companies like adidas and Nike are increasing

- Increasing number of counterfeit products and market, Lacoste has become one of the most Imitated brands.

- The company has lost significant market share to other similar brands like Fred Perry and Ralph Lauren Category Apparel and accessories Sector Lifestyle and Retail Target Group All sportsmen and fashion conscious people who want to look sporty, trendy with an expensive brand name. Age 16 - 50
The brand have also kids collection. Age 0 - 12
Lacoste's biggest market is Age 18 -35. Competitors Ralph Lauren Fred Perry The brand is present in over 120 countries. Lacoste operates a large number of Lacoste boutiques worldwide; located as concessions in leading department stores and also as independent venue stores. Lacoste newly revamped stores has an all-white interior with a great emphasis on Lacoste and its heritage. Additionally, the interior design of the store gives visitors an impression that the brand is young, vibrant and modern.
As of June 2007, Lacoste's online presence allows Americans to purchase clothing and have items shipped directly to their doors. The online store offers sizes and options not found in brick and mortar stores, along with a large sale section. However, the company encourages shoppers to visit store locations through their "no shipping charge" on merchandised bought. Fred Perry prides itself on being the first British heritage brand to successfully blend sportswear with streetwear to create some of the most iconic styles of the last century. The brand was born in the late 1940s, when former Austrian footballer Tibby Wegner approached three times Wimbledon champion Fred Perry with an idea. Their initial venture was the very first sweatband, which was quickly adopted by tennis players across the courts of Britain. In 1952, the pair launched what was to be Fred Perry’s most famous garment: a slim fit cotton pique shirt with Laurel Wreath embroidery. From the beginning, Fred Perry – and the tipped pique shirt in particular – has been associated with a whole series of subcultures driven by musical affinities. Mods, skinheads, suedeheads, soul boys, rude boys, two tone. There was even a short-lived subculture known as the Perry Boys. When Britpop took the world by storm in the mid 1990s, it was no surprise to find bands like Blur and Oasis sporting the epitome of street fashion credibility. Today, the Laurel Wreath logo is recognizable worldwide, with shops and customers across 50 countries around the globe. The original Fred Perry cotton pique is still synonymous with underground fashion and British Cool. Since 1967, Ralph Lauren has defined the essence of American style while elevating it to new heights of luxury. Striking a balance between timeless and modern, Ralph Lauren creates collections that express a unique sense of personal style inspired by the rich visual imagery around him: the rustic beauty of the American West, the golden age of Hollywood glamour, the sleek innovation of automotive design or an authentic equestrian heritage. What began more than 40 years ago with a collection of ties has grown into an entire world, redefining American style. Ralph Lauren has always stood for providing quality products, creating worlds, and inviting people to take part in the dream. Ralph Lauren was the innovators of lifestyle advertisements that tell a story and the first to create stores that encourage customers to participatine that lifestyle. Collections

The Lacoste art of living expresses itself today through a large collection of apparel for women, men and children, footwear, fragrances, leather goods, eyewear, watches, belts, home textiles, and fashion jewelry. Lacoste found its success on the essential values of authencity, performance, and elegance. The crocodile incarnates today the elegance of the champion, Rene Lacoste, as well as of his wife Simone Lacoste and their daughter Catherine Lacoste, both also champions, in everyday life as on the tennis courts and golf courses. Fashion Lacoste LAB The Lacoste LAB restores the tradition of innovation
It is a tribute to Rene Lacoste who in turn was an inventor and designer
Besides the famous polo L.1212, development tennis rackets, golf clubs and bags, as well as the first-ball throwing machine tenins
The precedents of Lacoste LAB products illustrate the natural link between our history, our past and our future, thus contributing to our sustainability and outlining its intermporalidad
The Lacoste LAB projects the brand until the Crocodrile future, making it stay one step ahead. Prepare today for tomorrow by identifying products that could represent the future of the framework, research on new materials and new designs
The Lacoste LAB objects are the future of the joint between LACOSTE and various collaborators. It is a history of collaboration, exchange of ideas and talents
Collect powers to design and technological innovation
The lab develops lacoste heritage brand, has expanded its field of expression products, ideas and services according to their philosophy, their demands and their aesthetic The lacoste company, owner of the brand, animates and coordinates the different licenses given to each partner: Devanlay for apparel and leather goods, Pentland for footwear, Procter & Gamble for fragrances, Marchon for eyewear, Movado for watches, Zucchi Group for home textiles, and GL Bijoux Group for fashion jewely. Partner Strengths Technology Extension Line Price Two names, Citroën and Lacoste, have come together with a shared vision - to cultivate boldness, creativity and optimism. The result of these common values: the new Citroën Lacoste concept.
To be unveiled at the forthcoming Paris Motor Show, this new model is an emblem for a state-of-mind and a lifestyle. The technology on board also strikes a playful note, underlining the apparent paradox between design expertise and lightness of tone.
With its strong presence and joie de vivre, the high-tech and innovative Citroën Lacoste makes car travel an all-new experience and an incomparable adventure for the senses.
Pure, simple and laid-back, while remaining sophisticated, the Citroën Lacoste takes another step forward towards the car of the future - a vehicle aimed at putting an end to the “always more” mantra that often reigns in the automotive industry. The new model also fuels Citroën’s thinking of focusing on the essentials to create original cars that are affordable and economical, while losing none of their ambition or motoring passion, notably through premium styling. Introdution Best Seller Brand Identity Lacoste revolutionized mens’ fashion replacing the classical woven fabric, long-sleeved and starched shirts on the courts, by what has now become the classic Lacoste polo shirt. More than 75 years after its creation, Lacoste has become a lifestyle brand which allies elegance and comfort. Tommy Hilfiger Polo Shirt $80 - $100
Shoes $85 - $185
Sweaters $195 - $495
Pants $145 - $275
Watches $95 - $ 295
Fragrances $39 - $69
Bags $95 - $225
Sunglasses $138 - $178
Fashion Show $270 - $750 Unconventionally Chic Slogan The Crocodile Mission Marketing Mix During these last 5 years, LACOSTE was transformed into a global and contemporary brand. Today, people throw back reject the stiff luxury and are in search of more simplicity, elegance, durability and especially innovation and a strong communication.

LACOSTE asserts its modernity and accelerate the competition thanks to its new campaign.

By creating a new appeal of the brand to the Crocodile, by being inspired the gift of René Lacoste's inimitable style, the campaign is translated in a new leading slogan and a new concept of communication: the non-conventional chic: "Unconventional Chic".

Since its creation, the polo joined in the embarrassment of the brand and he didn’t stopped reinventing. It is permanently rethought to join at best in its time while respecting its drawing and its quality of origin. Lines such as " L! Ve ", "Club" or the models stretch material demonstrates the creative potential and the modernity of this nevertheless old polo furthermore 80 years !

The brand knows innovate in term of communication and knows communicate its innovative. A new state of mind, a new way to be in tune with today's energy and vibes. An unexpected and cool combination of LACOSTE original style and Street Art. The croc buys into vintage, and a new kind of music shakes up polos, jeans and track jackets with slimmer and younger fits. Old school style hits the streets, bringing a fresh attitude and fusing colours.
Playing with classics to reinvent the future.
Preppy is now hip and edgy. Always Unconventional Chic
To wear night or day, with no moderation. Mark Hunter (TheCobraSnake) Introducing a new collection from LACOSTE High-end Brand Luxury casual In 2011 the French brand had record revenues (€ 1.6 billion), by the clothes (60%) and footwear (17%) their best selling items. Product Price Place Promotion The Best Seller product: Polo Shirt $80 - $100.
The most expensive product: Sweaters $195 - $495
The cheapest product: Fragrances $39 - $69 The Fashion Show products: $270 - $750 The brand is present in 114 countries around the world, with approximately 1,200 stores and having its products sold in more than 2,500 sales points including licensed stores, department stores and large stores. 41% of its stores are located in Europe and another 26% in the Americas Lacoste strategy is multi channel and strategically focuses the brand against four key areas. Wholesale, e-commerce, outlets, and it’s own signature boutiques.

- New Media ( Web site, Mailing, Blogs, Facebook, Twitter, Flickr, etc)
- Magazines (Vogue, Elle, Haper's Baazar, Sport, etc)
- Traditional Media (TV, Movie, Print Publication, Outdoors, etc) Product Promotion Place Nike Abercrombie & Fitch Thomas Jacob (Tommy) Hilfiger. Born in Elmira, New York, in 1951, Hilfiger started his first clothing business while still in high school. He and two friends invested $300 in used blue jeans and sold them out of an Elmira basement. Hilfiger never attended college but built up the blue jean business into a chain of seven upstate New York stores called People's Place. People's Place was forced to declare bankruptcy. Hilfiger moved to Manhattan and tried to find work as a clothing designer. He worked freelance and then started a sportswear company that went out of business after only one year. In 1984, Hilfiger was contacted by Mohan Murjani, an Indian textile magnate. Murjani owned the license to Gloria Vanderbilt jeans and had helped spark the craze for designer jeans in the 1970s. Murjani had an idea to update the popular "preppy" look associated with designer Ralph Lauren and give it a younger and more mass appeal. He chose Hilfiger to design the line for his firm, Murjani International.The designer's talent for publicity was crucial to the success of the brand. The first campaign cost $ 3 million and quickly attracted the interest of the public and the media to proclaim a huge billboard in the middle of Times Square, the heart of Manhattan, to himself as "one of the four greats of American menswear," the side of Calvin Klein, Perry Ellis and Ralph Lauren. In 1986 the first two brand stores were opened in New York on Columbus Avenue and Rodeo Drive in Los Angeles (Beverly Hills). In 1989 the brand expanded distribution of its products to Canada and Panama. The history of the brand started as a small shop on June 4, 1892 in the region of lower Manhattan, founded by engineer David T. Abercrombie. His passion for outdoor sports inspired the emergence of the brand. The costumers was composed of hunters and explorers seeking equipment and appropriate attire for such activities, including weapons. And that's precisely why the brand has adopted as a symbol a moose. In 1900, Erza Fitch, one of its main customers, entered the company and the company was renamed officially ABERCROMBIE & FITCH in 1904. The catalog of famous brand was created in 1909 when 50 000 copies with 456 pages, including clothes, accessories for camping, among other items, was printed and distributed, leading nearly bankrupted the company. Nevertheless, the book proved to be a great and effective marketing tool to boost sales in the following years. During the early 20th century the traditional store has become extremely popular selling sports products for the American elite. The idea for the NIKE project came from MBA Phil Knight, a former athlete racing average distance of the University of Oregon while attending this course of administration for the traditional Standford University. He believed that by importing shoes that were manufactured in Japan, using cheap labor, could gain a market share of German brand Adidas. Then began the athletic shoes. In 1963 he went to Japan to negotiate with the Tiger brand importation and representation of running shoes, in order to introduce them in the U.S. market, which until then was dominated by German brands The following year the first shipment of 300 pairs of Tiger came to the city of Portland, Oregon, West Coast of the United States, on behalf of the company Blue Ribbon Sports, which Phil Knight and Bill Bowerman, his track coach at the University of Oregon, had created on January 25 with only $ 1,000. After that then began to produce their own shoes.
It happened in 1971, when the young graphic design student, Carolyn Davidson, created for a measly $ 35 the famous symbol of the brand, called Swoosh. The name Nike came soon after and it was at the suggestion of Jeff Johnson, a former rival of Phil in athletics tracks and first employee of Blue Ribbon Sports, who had dreamed of the Greek goddess of victory, "Nike". The Greeks said that the Goddess could run and fly at great speeds. And nothing is more appropriate for the new brand which emerged. Price Marketing Mix Clothes, Accessories, Footwear $71 - $97 (Polo shirt) 50 countries around the word.
Europe, Asia and North America Internet ( Web site, Blogs, Facebook, Twitter)
Magazines (Vogue, Elle, Harper's Baazar, etc) Product Promotion Place Price Marketing Mix Men's & Women's Clothes, Accessories, Footwear, Fragances , Home. $85 - $145 (Polo shirt) Various locations throughout the Americas, Europe, Asia, and Oceania Internet ( Web site, Blogs, Facebook, Twitter)
Magazines (Vogue, Elle, Harper's Baazar, etc) Product Promotion Place Price Marketing Mix Men's & Women's Clothes, Accessories $70 - $145 (Polo shirt) 85 countries
Americas, Europe, Asia, and Oceania Internet ( Web site, Blogs, Facebook, Twitter)
Magazines (Vogue, Elle, Harper's Baazar, etc) Product Promotion Place Price Marketing Mix Footwear, Sport Itens, Men's & Women's Clothes, Accessories. $65- $95 (Polo shirt) 175 countries around the World Internet, Magazines, Outdoors, TV, Movies Product Promotion Place Price Marketing Mix Footwear, Sport Itens, Men's & Women's Clothes, Accessories. $50 (Polo shirt) More than 12 countries. North America and Europe Internet, Magazines and TV Packing The Brand offers Sportswear product as comfortable as technologic and Luxury Casual Clothing. Lacoste give an experience of comfort and elegance. The René Lacoste Foundation aims to “help children benefit from the values of sport.” It has been supporting Caméléon since 2008, the year we constructed the Sports Complex at Passi. In 2012, the René Lacoste Foundation will fund sporting activities for children by funding a 4-day summer camp in May. The brand known for its iconic Crocodile participate in the “Save Your Logo” program, which allows private companies or institutions to contribute in the preservation of biodiversity on the planet by committing to the protection of the animal that represents their logo.Now the brand support projects to safeguard or protect the endangered crocodile, alligator, caiman or gavial species, whose loss would jeopardize the biological balance of their natural habitats.These action plans will help to conserve biodiversity and fight against the disappearance of these species, some of which are now reduced to just a few individuals: Alligators in China, Gavials or Crocodiles of the Orinoco River in the Amazon. Save Your Logo Fondation René Lacoste
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